Sach In Motion Fund

Cross Canada Mental Health Campaign

O V E R V I E W & K I C K - O F F

In the summer of 2025, Sachin Latti set out to run coast to coast across Canada — 3,726 km in 82 days — to break the stigma around mental health and raise $1 million for five Canadian charities. It would become Canada's longest run for mental health.

My job was to build the creative and communications ecosystem that could carry that mission to a national audience, hold up under the pressure of a live, moving campaign, and give every Canadian who encountered it a reason to care.

The brand already had a logo and a name. What it needed was a visual language, a voice, and a system that could move as fast as Sachin did.

Sachin's roots are in law enforcement. We leaned into that. We kept the Canadian red, add in law enforcement deep navy and used a sky blue as highlight and brighter colour of hope. Maple leafs were woven alongside mental health and running iconography to keep it Canadian and the concept clear. The result felt grounded, credible and distinctly Canadian.

For messaging, I drew on Terry Fox as a cultural touchstone, connecting what Sachin was doing to something Canadians already understood as historic and worth believing in.

G O A L S & S T R A T E G Y

S E R V I C E S

Brand management

Creative direction

Communications strategy

Copywriting

Social media strategy

Content direction

Environmental and print design

Charity and stakeholder relations

T E A M

Creative Director – Glen Itchia
Website Build – Stealth Media
Content Intern & Social Media – Taya Sandhu
Ground Videographer – Colm Keating

C O R E M E S S A G I N G

Canada's longest run for mental health
One ultramarathon a day, coast to coast
Connection over pace. Presence over performance

D E L I V E R E D

Full campaign messaging and communications strategy
Brand application across colour, typography, voice and tone
Pitch deck for corporate sponsor outreach
RV wrap and physical signage
Route map, redesigned mid-campaign when the route changed
Kickoff event creative and collateral including flyers, banners and team shirts
Social media content strategy, templates and weekly creative direction for content intern
Website creative direction and key copywriting
Collaborative content direction for ground videographer at key moments on the road
Charity communications and relationship management across five partner organizations
Same-day messaging pivot mid-run, including updated decals coordinated remotely with print partners across the route

R E S U L T S

$216,998.15 raised in 12 weeks across five Canadian charities
5 million Canadians reached via TV news, radio, podcasts and in-person community events
27 communities connected with across Canada
40 community run days with thousands of in-person mental health conversations
Downstream impact estimated at $700,000+ including $280,000 raised by a connected Victoria run for Wounded Warriors
Spoken about in the House of Commons, October 2025
First person of colour to run coast to coast for mental health in Canada